Evaluating the Optimal Travel Service Planner by Using the Network Model for the Tourism Industry

Abstract

Travel service planners (TSPs) are mostly concerned about reducing the travel quality perception gap and enhancing customer value and loyalty. Based on the customer perspective and the 4P marketing theory, this study summarized criteria based on literature review and the Delphi method, and constructed a network selection model using the analytic network process and expert questionnaire survey. Three TSPs were used to validate the proposed model and select the optimum service provider. The results revealed that the main criteria in selection of the optimum TSP are the degree of coordination in product price, meeting customer needs, product quality and service and the implementation of promotional activities. In this study, the optimum planner was TSP2. The network analysis for decision-making could help consumers or clients evaluating the TSPs. Moreover, the proposed model could provide consumers or clients with an effective tool for selecting the optimum TSP.

Key words:

• marketing 4P
• analytic network process (ANP)
• travel service planner
• decision-making
• tourism industry